57 B2B Marketing Statistics for 2026

Quick Summary: This post is a curation of statistics about B2B Marketing, listing out 57 statistics shaping the landscape for 2026.

HubSpot – The State of Marketing 2026 [State of Marketing 2026 Report: AI, Brand POV & Human-Led Growth | HubSpot]

AI and B2B Marketing

1. 61% of marketers believe marketing is experiencing its biggest disruption in 20 years due to AI – it fundamentally changed how businesses engage with customers.
2. 67% of marketing teams say AI saves them 10 or more hours per week, and another 68% say it has meaningfully increased their productivity
3. 80% of marketers use AI for content creation, and 75% use it for media production – AI is a core part of marketing workflows
4. 83% of marketers say that with the advent of AI, they’re expected to produce more than ever before, and 80% of teams plan to maintain or increase their content budgets in 2026
5. 52% of marketers believe AI makes content so easy to create that it’s less effective overall
6. 53% of marketers struggle to differentiate their content in an AI-saturated market
7. Nearly half of marketers (49%) agree web traffic from search has decreased because of AI answers. But 58% note AI referral traffic has much higher intent than traditional search.

Marketing and Brand Across Channels

8. 75% of marketers use 5+ distinct marketing channels – Omnichannel marketing amplifies content
9. 85% of marketers revisit their brand identity quarterly or annually – Brand drives demand
10. 93% of marketers report personalization improves leads or purchases – personalization gets audiences to act – however only 13% of teams hyper-personalize their marketing based on data or lookalike audiences
11. 45% of teams allocate between 10–20% of their budget to testing new channels.
12. 94% of teams diversified channels last year, and 4 in 10 said the most effective change was moving from broad platforms to niche communities
13. Short-form videos were the most-leveraged content format of 2025, and generated the highest ROI – 104% more marketers named it their most valuable channel compared to 2024 and it’s where teams plan to invest the most for 2026.

Salesforce – Tenth Edition State of Marketing [State of Marketing Full [Report] | Salesforce UK]

Marketing and AI

14. High performers use AI agents to reclaim eight hours a week and boost ROI by 20%.
15. Brands are on board with AI as a whole, with 75% of marketing organisations now using at least one form of it for tasks like personalising content, predicting campaign performance, or generating visuals.
16. Thirteen percent of marketers say they currently use agentic AI, and the new technology is rapidly becoming a hallmark of top-performing teams.
17. When AI is deployed, marketers are seeing clear gains:
    +20% increase in marketing ROI
    +20% increase in customer satisfaction
    +19% increase in conversion rates
    -19% decrease in marketing costs
18. While basic AI adoption is high, full integration remains a work in progress for 61% of marketers. (Full integration refers to AI tools being built into or seamlessly connected with the rest of the brand’s marketing technology.)
19. AI is forcing marketers to rethink how they approach customer engagement. 85% of marketers say they are reshaping their SEO strategy and 88% are in the process of optimizing for AI-driven search experiences like ChatGPT and Google’s AI Overview (AIO)
20. While SEO is top of mind, marketers cite social media as the top marketing channel impacted by AI. However, almost half of marketers say they haven’t figured out how to adapt their strategies to the broad use of AI.
21. 83% of marketers see a demand for two-way dialogue however 69% of marketers admit they struggle to respond promptly to customer and prospect inquiries

Content Marketing Institute – Technology Content and Marketing Trends: Insights for 2026 [Technology Content and Marketing Trends: 2026 Insights]

Marketing and Content Strategy Effectiveness

22. 66% of technology marketers rate their marketing as highly or somewhat effective (vs. 59% of all B2B marketers)
23. Sixteen percent even say they exceeded their goals; that’s a quarter more than all B2B marketers (12%)
24. When considering what improved their results, 63% said content relevance and quality, while 53% said alignment with sales. Other highly ranking factors included: team skills and capabilities (52%; technology and tools (46%); and measurement and reporting (44%).
25. In the last 12 months, sixty percent of tech marketers say their content strategies improved — 17% significantly (clear growth in results and ROI) and 43% somewhat (modest gains in effectiveness) — on par with the broader set of B2B marketers (61%).
26. Technology marketers find that progress came mostly from the clarity of a strategy that supports the content – 51% credited new tools (AI, automation, etc.) as a contributing factor, but that choice lagged behind strategic refinement (81%). Tools don’t create strategy; they amplify it.
27. When asked to select their top three content marketing challenges, B2B marketers say: Creating content that prompts a desired action — e.g. conversion (40%); Resource constraints — time, people, budget (39%); and Measuring content effectiveness (33%)

AI-Powered Marketing

28. 95% of B2B marketers say their organizations use AI-powered applications.
29. In terms of the stage, they would place their organizations implementation of these AI-powered marketing applications – 20% say exploratory; 48% developing; 24% established and 8% advanced or leading
30. In terms of AI-powered marketing application use: 89% are using content creation tools for generating or optimizing marketing copy/written content; 53% are using creative asset tools for generating and editing images, videos, and visual materials

Among the marketers using AI for content creation:

31. 87% say productivity has improved
32. 80% say operational efficiency has improved
33. 65% say creative capabilities have improved
34. 58% say content quality has improved
35. 39% say content performance has improved
36. About a fifth of users don’t see AI moving the needle on creativity (22%) or content quality (21%), hinting that AI might be helpful, but not yet a game-changer in these areas.
37. More than a quarter (28%) of B2B marketers say they experiment with AI agents. Pacesetters (established, advanced, and leading marketers in the category) are more likely to use them, with 43% saying they experiment with AI agents

Of those experimenting with AI agents:

38. 52% report improved operational efficiency.
39. 21% see better customer engagement.
40. 19% cite increased campaign performance and ROI.
41. 19% flag data quality or compliance issues
42. 14% point to cost, integration, or team adaptation.

Personalization

Most (89%) say their organizations personalize content, but they don’t go far with it:

43. 59% describe their use of personalization as basic (simple personalization in one to two channels, minimal integration).
44. 35% say it’s moderate (multi-channel, partial automation, some behavioral data).
45. 5% label it extensive (advanced personalization across most touchpoints, AI, and real-time features).
46. 1% say it’s comprehensive (full journey personalization with AI-driven experiences across all channels)

Marketing Budget Priorities

When asked which top three areas they plan to increase investment in during 2026, B2B marketers included AI most often. Here’s the complete list:

47. 45% on AI-powered marketing tools (generative AI, predictive analytics)
48. 33% on events and experiential marketing
49. 32% on owned media (content assets, website, blog, email)
50. 25% on paid media
51. 24% on content personalization
52. 21% on tech infrastructure (martech stack, analytics, CRM)
53. 20% on social/earned media
54. 19% on agency/outsourcing
55. 15% on research and insights
56. 12% on first-party data capabilities
57. 9% on human resources (salaries, training, development)